When it comes to customer experience (CX) measurement, here's where most CX market research companies get it wrong. CX implies long-term. Measuring CX is not a one-and-done survey. It's not a yearly customer loyalty survey. It's not a short survey after a sale takes place. It's a combination of all of these. CX implies measuring your customers' journeys across several touchpoints and making improvements to each in a continual program.
CX is much broader and long-term. Market research doesn't have to be. Market research can very well be a an ad-hoc project to understand an optimal price point. Or a focus group to review visuals for an upcoming advertising campaign.
Measuring the true customer experience means your organization needs multiple surveys and measurement tools in place to gauge each step of the journey.
Learn how to measure your customer experience (CX) in 5 easy steps.
Wondering how to measure your customer experience (CX)? Follow these 5 easy steps to set up your program on a solid foundation.
Step 1: Define your objectives
First off you'll want to determine your objectives. What are you trying to learn from the market research? How would you like to act on the results? How will you be using the results? Answer these 3 questions and it will help guide you towards what direction and what types of surveys you'll need as part of your CX program.
Step 2: Create a customer journey map
This is a crucial piece of the CX program at your organization. You can create a customer journey map on your own or engage a CX market research company to assist. The customer journey map lays out all of the possible routes and paths a customer can take on his or her journey to purchase.
This might involve online search, seeing a television ad, being on social media, visiting the website, calling customer service, sending an email, chatting online, or visiting the store. The number of touchpoints may be overwhelming and it could be difficult to determine which are more important than the other. This is where a broad customer survey can help.
Step 3: Conduct a customer survey
A broad loyalty survey or customer survey will help you assess which customer touchpoints are most crucial to measure. With this survey, the market research company can use correlation and regression and pinpoint 2 or 3 touchpoints that impact overall likelihood to purchase positively or negatively. In this survey you can also explore the path to purchase and understand the typical steps a customer takes from A to Z. A broad survey is always a great first step to developing a customer experience (CX) program.
Step 4: Review key touchpoints
Reviewing the broader survey analysis will point us in the right direction as far as which touchpoints to measure. For example, if we find 90% of customers who make a purchase engage on your website first, it helps us understand the importance of digital and your website in the CX. Or perhaps you learn from the customer survey that their experience with customer service is the most crucial touchpoint? This helps you pick the first 2 or 3 touchpoints to measure as part of the CX.
Step 5: Set up surveys to measure touchpoints
The final step is to organize the CX surveys you'd like to start with. This might involve a website survey served randomly to 1:4 users who visit the site to ask about their experience, what improvements are needed, what types of information they are seeking, etc.
If you are measuring customer service, this might involve a survey sent to customers directly after they have chatted or called customer service. It may ask about how their experience was, did the rep answer all of their questions, and how could the call be improved.
Since we know these touchpoints are crucial and have a major impact on overall loyalty, digging deeper into each of these individual experiences provides detail and depth. By measuring and fixing these priority areas, the improvements will translate to an improved customer experience overall.
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